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Target Marketing Sources: sliced, diced & iced

Discover how to target the right customers through market research, segmenting demographics, and psychographics. Learn about niche marketing, customized products, and online globalization. Utilize various mapping tools and segmentation systems for effective customer reach.

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Target Marketing Sources: sliced, diced & iced

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  1. Target Marketing Sources:sliced, diced & iced Presented by: Wendy Diamond Business Librarian & Head of Reference California State University Chico 20th Anniversary BRASS Program Bull’s Eye: Targeting the Right Customer with Market Research June 30, 2008 – Anaheim CA BRASS 20th Anniversary

  2. Image by romanlily, used under the Creative Commons license

  3. Target Marketingbecomes Customer Segmentation Slicing & dicing customers • Who? • young, old, middle income, married, single, black, white, lives alone … • Where? • college town, suburb, big city, exurb? • Identity? • gay, Asian, gadget freak? • Attitude/Style/Lifestyle? • buys organic; bikes to work; has a cat; gets massages; watches TV sports; drinks green tea; eats out; reads Cooking Light; likes chick-flicks;

  4. When BRASS was young Mass marketing Broadcasting 3 TV networks Physical store-places Target marketing was Decennial Census + Long Form American Demographics (now “Advertising Age”) Survey of Buying Power & Media Markets Rand McNally Commercial Atlas Once upon a time BRASS 20th Anniversary

  5. Brave new world • Niche demographic groups • Mini-marketing & micro-marketing • Customized products & services • Online stores globalization,virtual worlds equals= BRASS 20th Anniversary

  6. Image by Guille Avalos, used under the Creative Commons license

  7. The Iceberg supporting it all circa 1998 @ BRASS’ 10th(when the web was cool & young) BRASS 20th Anniversary

  8. factfinder.census.gov • Decennial census • comprehensive • people & housing • every 10 years • American Community Survey (ACS) • formerly the Long Form • updated continuously • community-level detail • sampling statistics used BRASS 20th Anniversary

  9. American Community Survey • Value of home • Relationship of household members • Vehicles available in household • Language spoken at home • Drive time to work By Zip Code or Town or County = neighborhoods BRASS 20th Anniversary

  10. Fact Sheets factfinder.census.gov Population & Household Economics Topics www.census.gov/population/www Drill Down Kitswww.uwm.edu/Dept/ETI/drilldowns/index.html Narrative ProfilesFactfinder > Fact Sheet > Data Profiles Current Population Surveys - P20, P23, P60 www.census.gov/main/www/cprs.html Public Use MicrodataSample (PUMS) www.census.gov/acs/www/Products/PUMS/ FTPwww.census.gov/acs/www/Special/acsftp.html Data Ferretdataferrett.census.gov/ By zip code, town, county BRASS 20th Anniversary

  11. Narrative profiles (factfinder) from Factfinder’s Fact Sheets (aka Data Sheets)

  12. Re-published & iced • County & City Extra (Bernan) • Annual Metro, City and County Data Book • Editor & Publisher Market Guide • Population + retail sales for city districts (MSAs) • New Strategist (series) • “Household Spending”, “Generations”, “Who We Are” • Lifestyle Market Analyst (SRDS.com) • Iceberg = Neilsen + Claritas + Equifax data • Community Sourcebooks (ESRI.com) • Zip Code & County Demographics • Iceberg = Census + Claritas data

  13. Community Tapestry ESRI.comprint Community Sourcebooks (print)ESRI.comFree, zip code look-up PolicyMap.comfree, zip code look up Simply Map (Geographic Research Inc) Demographics Now (Gale) Geo-demographicsmaps, rings, radii, drive-time BRASS 20th Anniversary

  14. New mapping toolsdemographics + purchasing + lifestyles SimplyMap • Geographic Research • Census, BLS, EasiDemographics, MediaMark Demographics Now • Gale / Cengage • Census, BLS, Experian BRASS 20th Anniversary

  15. Segmentation systems : geo-psycho-demographics #1 Community Tapestry(ACORN system) Owned by ESRI Data from / in MediaMark #2 Mosaic systemOwned by Experian Data from / in Simmons, DemograqphicsNow “You Are Where You Live” #3 My Best Segments.com(PRIZM system)Owned by Claritas AC Neilsen owns Claritas, SRDS, Scarborough Data from / in Mintel, Simmons, SRDS

  16. Buying power data • Bureau of Labor Statistics • Consumer Expenditure Survey • New Strategist publications • BLS & Census data • user-friendly formats • Other • Mintel, Simmons National Consumer Study, MediaMark Resarch, Simply Map, Buying Power of Black America, Multicultural Economy

  17. Lifestyles & psychographicshobbies  attitudes  values • American Time Use Survey (ATUS) www.bls.gov/tus/ • American Time Use: Who Spends How Long at What New Strategist

  18. More lifestyles & psychographics • Lifestyle Market Analyst SRDSIceberg = ACNeilsen / Claritas, “in conjunction with Equifax” bike-riding, gourmet wines, reading the Bible • MintelLifestylesgreen consumers, shopping Moms, young men • National Consumer StudySimmonsIceberg = Experian (credit service) BehaviorGraphics segmentation system • Survey of the American Consumer MediaMark Research Iceberg = Gfk / Roper • MyBestSegments.comClaritasIceberg = AC Neilsen / SRDS

  19. Niches ~ Ethnicity • Who We Are series New Strategist • Asians, Blacks, Hispanics • Buying Power of Black Americatargetmarketnews.com/BuyingPowerstats.htm • Multicultural Economy: Minority Buying Power in the New Centurywww.selig.ga.edu/ BRASS 20th Anniversary

  20. National Hispanic Consumer Study (Simmons, expensive) Hispanic Media and Market Source (SRDS, expensive) U.S. Diversity Markets Report(Synovate)

  21. Newsletters • Africana.com • AdNoir.com • BlackPressUSA Network • CAB Multicultural Marketing Resource Center • HispanicAd.com • HispanicTrends.com • Multicultural Marketing News www.multicultural.com • Ethnic NewsWatch (ProQuest) BRASS 20th Anniversary

  22. Niches ~ Gays as consumers • Mintel Lifestyles LGBT Lifestyles www.mintel.com • Simmons LGBT Study www.smrb.com/ • U.S. Gay and Lesbian Market (5th edition)Packaged Facts / Marketresearch.com • Witeck-Combs Communicationswith Harris Interactive www.witeckcombs.com/pdf/glbt-market-research-highlights.pdf BRASS 20th Anniversary

  23. Niches ~ Kids, ‘tweens, teens • Getting Wiser to TeensNewStrategist • Mintel LifestylesMintel.com • Roper Youth Report(Gfk) www.gfkamerica.com • MediaMark Research (Gfk)http://www.mediamark.com/ • Simmons Kids Study & Teen Studywww.smrb.com • Ad Research Foundation Youth Council www.thearf.org/assets/youth-council

  24. Favorites • Census Factfinder • New Strategist publications • Lifestyle Market Analyst • MyBestSegments.com • Mintel • Simmons and/or MediaMark • Demographics Now or Simply Map www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc BRASS 20th Anniversary

  25. 1988 • President Reagan; George Bush the First elected • First Internet virus • War between Iran & Iraq subsides • Stock market crashes! Misuse of electronic trading • Big news! American companies sold to foreigners • People get news from newspapers or ABC, NBC, CBS • Phones are attached to walls at home or in “privacy booths” • People shop in stores-places close to home BRASS 20th Anniversary

  26. The “bible” of business reference • Lorna DaniellsBusiness Information Sources3rd edition, 1993 • No “target marketing” • No “segmentation” • Demographic Data,see Population Statistics BRASS 20th Anniversary

  27. 2008 • End of second George Bush’s second term • Everything is Made in China • News and shopping on Image by zoliblog, used under the Creative Commons license BRASS 20th Anniversary

  28. The Long Tail by Chris Anderson Marketers sell hard-to-find items Customization Individual service Micro-casting Marketing in 21st century BRASS 20th Anniversary

  29. Sliced, diced & now pureed Image by Dazed81, used under the Creative Commons license Image by melodrama.ca, used under the Creative Commons license BRASS 20th Anniversary

  30. Sources & bibliographies • Bibliography of Resources for Consumer Demographics & Market Segmentationby Kate Pittsley, Eastern Michigan University, withWendy Diamond www.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Bibliography.doc • Short List of Favoriteswww.csuchico.edu/~wdiamond/BRASS2008/Target_Marketing_Short_List.doc • Marketing Information : A Strategic Guide for Business & Finance Librariesby Wendy Diamond and Michael R. Oppenheim, Haworth Press, 2004. BRASS 20th Anniversary

  31. Presentation web address Target Marketing Sources : Sliced, Diced & Iced www.csuchico.edu/~wdiamond/BRASS2008/ BRASS 20th Anniversary

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